마케팅·홍보 | Cases and Studies of Marketing and Promotion in Lottery & Gambling | 市场销售 & 宣传
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- Article] Shouting to Be Heard in Advertising
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DocNo of ILP: 582
Doc. Type: Article
Title: Shouting to Be Heard in Advertising
Authors: Anderson, SP; de Palma, A
Full Name of Authors: Anderson, Simon P.; de Palma, Andre
Keywords by Author: information overload; congestion; advertising; lottery; junk mail; e-mail; telemarketing; multiple equilibria; ad caps
Keywords Plus: INFORMATION OVERLOAD; RESPONSE FUNCTION; CLUTTER; SALES; MEDIA
Abstract: Advertising competes for scarce consumer attention, so more profitable advertisers send more messages to break through the others' clutter. Multiple equilibria can arise: more messages in aggregate induce more "shouting to be heard," dissipating profit. Equilibria can involve a small range of loud shouters or large range of quiet whisperers. All advertisers prefer there to be less shouting. There is the largest diversity in message levels for a middling width of advertiser types: both very wide and very narrow widths have only one message per advertiser. The number of advertisers at each message level decreases with the level if the profit distribution is log-convex. Increasing the cost of sending messages can make all advertisers better off. A new technique is given for describing multiple equilibria, by determining how much examination is consistent with a given marginal advertiser.
Cate of OECD: Economics and business
Year of Publication: 2013
Business Area: lottery
Detail Business: lottery
Country: USA
Study Area:
Name of Journal: MANAGEMENT SCIENCE
Language: English
Country of Authors: [Anderson, Simon P.] Univ Virginia, Dept Econ, Charlottesville, VA 22904 USA; [de Palma, Andre] Ctr Econ Sorbonne, F-75647 Paris 13, France; [de Palma, Andre] Ecole Normale Super, F-94235 Cachan, France
Press Adress: Anderson, SP (reprint author), Univ Virginia, Dept Econ, Charlottesville, VA 22904 USA.
Email Address: sa9w@virginia.edu; andre.depalma@ens-cachan.fr
Citaion:
Funding: National Science Foundation [SES-0452864]; Bankard Fund at the University of Virginia
Lists of Citation: Anderson C., 2006, LONG TAIL WHY FUTURE; Anderson SP, 2012, RAND J ECON, V43, P1, DOI 10.1111/j.1756-2171.2011.00155.x; Anderson SP, 2009, RAND J ECON, V40, P688, DOI 10.1111/j.1756-2171.2009.00085.x; Bagwell K, 2007, HDB IND ORG, VIII, P1701, DOI 10.1016/S1573-448X(06)03028-7; Bergemann D, 2011, RAND J ECON, V42, P417, DOI 10.1111/j.1756-2171.2011.00143.x; BROWN TJ, 1993, J CONSUM RES, V20, P138, DOI 10.1086/209339; BUTTERS GR, 1977, REV ECON STUD, V44, P465, DOI 10.2307/2296902; Christou C, 2008, INT J IND ORGAN, V26, P92, DOI 10.1016/j.ijindorg.2006.08.004; de Corniere A, 2011, SEARCH ADVERTI UNPUB; Eppler MJ, 2004, INFORM SOC, V20, P325, DOI 10.1080/01972240490507974; Goeree MS, 2008, ECONOMETRICA, V76, P1017, DOI 10.3982/ECTA4158; GROSSMAN GM, 1984, REV ECON STUD, V51, P63, DOI 10.2307/2297705; Hammer P, 2009, J ADVERTISING RES, V49, P159, DOI 10.2501/S0021849909090217; Iyer G, 2005, MARKET SCI, V24, P461, DOI 10.1287/mksc.1050.0117; Johnson CA, 2009, CBS NEWS; Johnson JP, 2013, RAND J ECON, V44, P128, DOI 10.1111/1756-2171.12014; Kuksov D, 2010, MARKET SCI, V29, P507, DOI 10.1287/mksc.1090.0535; MILLER GA, 1956, PSYCHOL REV, V63, P81, DOI 10.1037//0033-295X.101.2.343; Pechmann C, 1988, CURRENT ISSUES RES A, V11, P285; Pieters R, 2002, MANAGE SCI, V48, P765, DOI 10.1287/mnsc.48.6.765.192; SIMON JL, 1980, J ADVERTISING RES, V20, P11; Taylor J, 2009, J ADVERTISING RES, V49, P198, DOI 10.2501/S002184990909028X; Terui N, 2011, MARKET SCI, V30, P74, DOI 10.1287/mksc.1100.0590; Van Zandt T, 2004, RAND J ECON, V35, P542; WEBB PH, 1979, J ADVERTISING RES, V19, P7; Wind Y, 2009, J ADVERTISING RES, V49, P246, DOI 10.2501/S0021849909090369
Number of Citaion: 26
Publication: INFORMS
City of Publication: CATONSVILLE
Address of Publication: 5521 RESEARCH PARK DR, SUITE 200, CATONSVILLE, MD 21228 USA
ISSN: 0025-1909
29-Character Source Abbreviation: MANAGE SCI
ISO Source Abbreviation: Manage. Sci.
Volume: 59
Version: 7
Start of File: 1545
End of File: 1556
DOI: 10.1287/mnsc.1120.1682
Number of Pages: 12
Web of Science Category: Management; Operations Research & Management Science
Subject Category: Business & Economics; Operations Research & Management Science
Document Delivery Number: 180NX
Unique Article Identifier: WOS:000321603000005
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